General bank satisfaction surveys measure customer satisfaction among the general population of customers, regardless of whether or not they recently conducted a transaction. In effect, every customer of the bank has an equal probability of being surveyed.

These surveys are used to determine the bank’s satisfaction, general image and positioning among its customer base and the broader community within its service area.

These surveys provide valuable information to managers about the bank’s satisfaction, loyalty and walletshare among its customer base.

“For every customer who bothers to complain, 26 other customers remain silent.”

- White House Office of Consumer Affairs

Customer feedback is gold! Come up with internal processes to track complaints and go about fixing them. Also, do everything in your power to make it really easy for customers to give feedback and tell you about problems they are having. It takes time to sift through feedback, but the value added to your business is worth it!